Zee’s soon-to-be-launched serial ‘Ghar Ki Lakshmi… Betiyaan’ seems to be having a difficult rite of passage before hitting the small screen. No sooner had the dust settled on the spat with STAR over similar titles for the serials planned by the two channels, it was now Zee’s outdoor campaign for ‘Betiyaan’ that irked the Delhi Police.
Delhi Police had directed Zee to remove all hoardings it had put up to promote the new serial as it found them to be ‘regressive’! The hoardings put up at several locations in the Capital proclaimed ‘Beta apna dhan, betiyaan paraya dhan’ (Sons are one’s own wealth whereas daughters are someone else’s wealth) and ‘Bete ek fayda, betiyaan ek ghata’ (Sons are lucrative while daughters are a loss).
The hoardings have been changed now, which proclaim politically correct lines like ‘Hum betiyaan beto se badh kar’ (We daughters are better than sons).
When contacted, Ashish Kaul, Corporate Communications Head, Zee Telefilms, insisted, “The change in the outdoors has nothing to do with any complaint as we are not aware of any. It is part of the communication strategy where we have worked upon a three-phased advertising. The first phase talked about the ground reality and the truth as it is generally perceived in our society. Now we have moved to the second phase, which will show how daughters are equal to, if not better than, sons.”
He further said, “There will be a third phase which will unfold after the serial goes on air on September 25, 2006. Our serial is about empowerment of women and removing any kind of gender bias, so no way can our serial be termed as regressive.”
Zee also plans to celebrate Daughter’s Day in the lines of Father’s Day and Mother’s Day. Kaul also informed that at a later phase they would probably do some kind of activity with an NGO that focuses on women. Also in the pipeline is building interactivity with viewers during the airing of the serial.
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